Millennials can smell marketing-speak a mile away. So why does higher ed still write things like this?
"[Insert school here] delivers an exemplary learning experience that engages the best and brightest people, challenging them to meet ever-higher standards in the classroom and beyond."
"Show, Don't Tell" is a communication tactic that presents sensory details and substantive facts and lets people come to their own conclusions. It's easy to tell people what you want them to think, but when you give them the freedom to reach their own conclusions, they'll believe them.
In "Secrets of Show Don't Tell," David Poteet (President, NewCity) outlines the essentials of this communication tool and shows you colleges and universities that are doing it well.